The origin of holding world exhibitions goes back to the holding of annual exhibitions between the French. In 1844, an exhibition called the French Industrial Exhibition was held in Paris, which laid the foundation for the continuation of such exhibitions at the international level under the name "World Fair".

 The first expo period after the industrial revolution was held in Hyde Park, London in 1851. After this exhibition, countless countries wanted to hold an expo in their country, and finally in 1928, the representatives of 31 countries of the world signed the first treaty. which supervised the formation of international exhibitions in a constructive way. After that, the big Expo event was held every five years in a different country for 6 months.

So far, about 60 Expos have been held in 24 major cities of the world with different slogans. For example, in the last two decades, Expo 2000 hosted by Hanover, Germany with the slogan "Man, Nature and Technology", Expo 2005 hosted by Aichi, Japan with the slogan " Wisdom of Nature", Expo 2010 hosted by Shanghai, China with the slogan "Better City, Better Life", Expo 2015 hosted by Milan, Italy with the slogan "Feeding the Earth, Energy for Life" and Expo 2020 in Dubai, UAE with the slogan "Connecting minds, creating the future" Was held.

In general, in the Expo, each country as a participant has a separate exhibition stand where it can display the past, present and future of its country through social, economic, scientific and cultural achievements and experiences and Also present your ideas on various global issues.

In other words, Expo tries to bring together innovative minds from all over the world to find solutions to the challenges facing humanity.

Iran has participated in many expos so far. Now nearly two centuries have passed since Iran's presence in the first international expo in London, which was organized by the order of Mirza Taghi Khan Amirkabir. Therefore, the first appearance of Iran is related to the first world expo in England in 1851, where Iran exposed Iranian arts and crafts to the visitors with a booth of 92 square meters.

In addition to participating in the first expo in London, Iran has participated in several other expos as follows.

Expo 1867 France
Expo 1873 Austria
Expo 1900 France
Expo 1958 Belgium
Expo 1967 Canada
Expo 1993 South Korea
Expo 1998 Portugal
Expo 2000 Germany
Expo 2005 Japan
Expo 2010 China
Expo 2015 Italy
UAE Expo 2020
It should be noted that "Islamic Republic of Iran International Exhibitions Joint Stock Company" has also been a member of BIE since 2001 on behalf of Iran and is in charge of organizing participation in expos.

Expo 2020 hosted by the great city of Dubai in the United Arab Emirates was one of the most powerful expos held from October 1, 2021 to March 31, 2022 for 181 days with the participation of 192 countries.

The main topic and theme of Dubai Expo 2020 was "Connecting minds, creating the future", in line with which this world exhibition was placed as a platform for the growth and presentation of creative ideas from all over the world. In the same way, many famous human inventions and structures such as the Eiffel Tower, the first typewriter, television, and even Hanz's ketchup were introduced to the world for the first time in these world exhibitions.

Yen Expo 2020 Dubai was also a very suitable platform for new ideas and the emergence of new brands, which can be considered an important step in the greater popularity and global reputation of Dubai at the international level.

The huge and ultra-modern dome of Al-Wasl Plaza and its surrounding buildings provided the necessary space for the participation of more than 180 countries in this cultural event. Al-Wasl means connection in Arabic and also refers to the main theme of the exhibition.

The Iran pavilion was set up in a space of 2014 square meters of the Expo site in the mobility area in the neighborhood of Chile and France, with traditional and contemporary architecture under the name "Shahrzad Building" inspired by the stories of Shahrazad's One Thousand and One Nights and with the slogan "Iran, Civilization "Ancient and stable, the diversity of ethnic groups and the host of nations" showed aspects of Iran's economy, social development and culture based on civilization and ancient traditions, customs and people and pointed to peaceful coexistence.

Iran's pavilion in Expo Dubai showcased its capabilities and achievements in the fields of tourism, mining, technology, culture and art.

First part:

In this section, a special place for welcoming and accepting visitors was considered. In addition, at the entrance of the pavilion, the statue of Simorgh, the mythical bird of Ferdowsi's Shahnameh, is exposed to the visitors as a symbol of the country, as well as the audience from different nations leaning on the largest three-dimensional sofa in the world, which is completely handmade, took a photo and entered the pavilion. would be

Second Part:

This section with a hall of 60 square meters in the Iran Pavilion was awarded to the "Ministry of Cultural Heritage, Tourism and Handicrafts" which, with the slogan "Iran, an ancient and stable civilization with a diversity of ethnic groups", in this world event some of the historical and tourism monuments of the country, including There were sculptures, reliefs and ancient vessels on display.

third part:

This section was also known as the persian handwoven carpet art hall, where the art of persian handwoven carpets and its artists were introduced, and visitors, upon entering the rug section, were mesmerized by this beautiful and unique art of persian artists.

The fourth part:

This section was dedicated to the field of mining, where the country's mining capabilities and capacities were provided to the visitors.

The fifth part:

This section was dedicated to the persian restaurant to serve authentic and traditional persian food and drinks to the visitors.

The sixth part:

This section was also known as the Hi-Tech hall, which was dedicated to technology, and an image content with portraits of Iranian faces was displayed on digital screens that were constantly changing, and this change referred to a thousand persian ethnicities and nationalities.

The seventh section:

Like all existing pavilions, this section was dedicated to a commercial store, and at the end of the Iran Pavilion sightseeing tour, visitors could buy various souvenirs and persian handicrafts.

Some of the most important performances of the Iran Pavilion, including the performance of Turkmen music, the performance of Azeri music, the performance of Khorasan Razavi music, the performance of Bushehr local music, the performance of the Dayan singing group, the Azari dance performance of the Aylan group, the concert of Salar Aghili, the joint concert of Alireza Ghorbani and Alim Qasim OF is Reza Sadeghi's concert.

Iran's pavilion was officially opened on the October 2nd, 2021. In this ceremony, some Emirati officials including "Sultan Al-Shamsi" Deputy Minister, "Khalid Al-Muna'i" Executive Deputy of Expo Dubai, the Ambassador of the Netherlands, the Ambassador and Consul General of Syria along with the Minister of Economy of Syria, our country's Chargé d'Affaires in Abu Dhabi and the head of the Consulate General of the Islamic Republic of Iran and representatives Foreign consulates were present.

It should be noted that Iran's pavilion at Dubai Expo 2020 on Thursday, October 28th, 2021, was selected by the travel department of CNN as one of the 15 spectacular, attractive, impressive, strange and memorable pavilions in this period of the World Expo. Selected.

One of the parts of the Iran's pavilion is dedicated to the persian hand-woven carpet art hall, which "Iran Guereh" company, as a comprehensive information and strategic authority in the field of persian handwoven carpets, was the exclusive host of this hall in Dubai Expo 2020.

Among the held expos, Dubai Expo 2020 was the first world exhibition where hand-woven carpet art as a noble and authentic persian art was independently present in this event.

Therefore, the Iran collection made many efforts in order to provide a unique space to introduce the art of persian handwoven carpets and also played an important role in attracting foreign visitors.

Iran Guereh company used the best and most effective virtual and real infrastructure to introduce the art and artists of persian handwoven carpets and their valuable works in the persian handwoven carpet hall.

One of the first and important steps taken by the Iran Guereh company to have a strong presence at Dubai Expo 2020 was the formation of a professional consortium of 8 top persian handwoven carpet artists and brands. Since one of the main goals of Iran was to introduce famous artists and the name of persian rugs to the world, a call was issued in this direction to the relevant unions, associations and organizations, in which several artists and top brands of persian handwoven carpets were published. He announced his readiness in different fields and styles, and then Iran Guereh selected the best of the applicant producers in terms of ability, competence, history and artistic experience in the field of handwoven carpets, and finally, after initial negotiations and accepting the conditions and The rules for holding the exhibition were formed by 8 brands, a professional consortium in this field.

The selected artists are among the best producers of persian handwoven carpets, who were among the proud and famous of this persian art. The presence of these artists and their works in Expo 2020 Dubai, as representatives of the authentic art of persian rugs, was the strong point of this exhibition.

The top 8 artists and producers of persian handwoven carpets are:

Reza Erami rug:Erami rug, managed by Amir Hossein Erami, offers exquisite silk rugs with new patterns and structures in design and colors. One of the most important features of the Erami rug brand is the supply of exquisite and artistic rugs that suit the tastes of all fans of handwoven silk carpets.

Rashtizadeh rug: Master Ali Rashtizadeh started his activity as the founder of Qom silk rug art in 1939. For the first time, Rashtizadeh rug created a different and unique style in the production of handwoven silk carpets by creating artistic corrections on numerous and authentic persian designs and combinations.
Sedighian rug: Mohammad reza Sedighian, the founder and manager of Sedighian rug, is one of the youngest rug artists in Qom. The use of high-quality raw materials, along with the use of original motifs with pleasant color harmony in the design and creation of ideas, as well as thread dyeing in accordance with international standards, as well as rug texture in the best possible quality, are among the most important features of Sedighian rug brand.

Hossein Erami rug: Hossein Erami rug is another famous Qom silk rug artist whose exquisite and luxurious works led to the creation of the Hossein Erami rug brand. Hossein Erami rug brand promotes the art of rug weaving with the aim of excellence, promoting and spreading the original culture of rug weaving and the profession of handwoven carpet production in various regions.
Heidarian rug: The Heidarian family started a workshop for the production of persian rugs in 1891, which is now managed by Arash Heidarian in Tehran. One of the important features of Heidarian rugs is the reflection of Iran's history, the culture of its people, and the abstract and modern tendencies of modern persian art.

Haghighi rug: Master Feizollah Safdarzadeh Haghighi, the son of master Mehdi Khan, is a descendant of artists and craftsmen from half of the world and one of the founders of rug weaving art and a revivalist of this art in Isfahan. One of the original features of F-Haghighi brand is the creation of creative and artistic works in the field of pictorial rugs inspired by traditional architecture and the art of ancient tiling.
Soheil Bigdeli rug: Soheil Bigdeli, the owner of the Bigdeli rug brand, with his artistic taste and interest in combining colors and patterns in persian rugs, has become one of the familiar names in the exquisite rug art of Qom in less than ten years. Originality, innovation, creativity and the use of unusual colors in classic and authentic persian designs are among the most prominent features of Soheil Bigdeli rugs.

Iran Carpet Company: Iran Carpet Company was established in 1935 following Reza Shah's decision to limit the activities of all foreign companies active in the production and export of persian rugs. This company has branches in all areas of rug weaving in Iran and is the only company that has all styles of urban, rural and nomadic rug weaving in its collection.

Iran Guereh company presented several ideas for the design of this hall to the Iran's pavilion contractor in order to present better and more beautiful works of art in the persian handwoven carpet hall.

The First plan:

The first idea presented by the Iran Guereh company was that the whole hall is covered with large wooden rugs that installed on the wooden rugs and placed on display.

The second plan:

The second idea presented by Iran Guereh company was that the rugs are placed on the walls all around the hall and a rug is installed on the ceiling of the hall and the floor of the hall is completely covered with mirror flooring, a reflection of the carpets on the ceiling. and create a wall.

The third plan:

Finally, due to the limitations of the Iran's pavilion contractor, it was not possible to fully implement the first and second plans. In this regard, the third idea that was presented to the contractor by Iran Guereh company was to install rugs on the wall and also to install an integrated mirror on the ceiling of the handmade carpet hall to reflect the image of the rugs, which was finally implemented as follows.

Persian handmade carpet hall on October 11, 2021 with the presence of a group of heads of different countries, including, Omar Shahadeh, Executive Director of the Iran's Pavilion at the Expo, Alexey Kalacho, CEO of the Expo 2030 Russia, Julia Prom, Director of the Ceremonial Department of the Russia Pavilion, Feng Kei, Executive Vice President of the China Pavilion, Aiko Yabunaka, manager of the Japanese pavilion, Alireza Masafari, Iranian Consulate General in Dubai, Mohammad Reza Tajerrashti, manager of the persian handmade carpet salon, and other Iranian officials were inaugurated.

During the opening ceremony of the persian handmade carpet hall, a knot of peace and empathy was tied on the empathy rug in the Iran Pavilion in the presence of senior managers of the Expo and officials of Iran and other countries.

One of the most important activities of Iran Guereh in Dubai Expo 2020, in order to confirm the authenticity and identity of persian handmade carpet in the international arena, is to present handwoven carpets along with certificate and certification of ownership of persian handwoven carpet with the approval of the Ministry of Industry, Mining, Trade and the National Iranian Carpet Center. Was. Therefore, the exhibition of persian handmade carpets in Expo 2020 was the first international exhibition in the world, where all the rugs in it were presented with the national mark of persian rugs and the  certificate and certification of ownership of persian handwoven carpet.

This book titled "persian handwoven rug artists" was designed and printed for the first time in the field of persian handmade carpets in order to introduce the biography and history of artists and their magnificent works as an exquisite book in 200 pages and in English language by Iran Guereh Company. The book of persian handmade rug artists includes 9 parts, the first part of which deals with the history of persian rug art, and the other 8 parts introduce the top 8 persian rug artists and their magnificent works. This book was presented to important people of different countries during the 6-month period of the Expo in order to introduce persian rug art and its artists, and with the aim of improving the position of persian handmade carpet art in the world.

Another one of the most important actions of the Iran Guereh Company was the launch of the private website of the rug Gallery in Expo 2020 Dubai in line with the exhibition of the persian handwoven carpet hall at the Expo 2020 Dubai .

In this website, the history and information about the 8 participating brands, the ways to communicate with them, the important events related to them, as well as all the rugs that were exhibited in the Expo, as well as other rugs belonging to these 8 brands with specifications And the complete photo album and various collections related to rugs were provided to the users.

Another measure of Iran Guereh for better and faster communication between users and artists participating in the Expo was to provide special postcards. Double-sided postcards, on one side of which a photo of a rug representing each brand was placed, and on the other side, the communication channels of the artists were provided to the users. These postcards were printed for two purposes, which were greatly appreciated by the visitors. In addition to having these postcards, visitors could communicate with persian artists.Since these postcards were decorated with photos of rugs from 8 artists, visitors could also use these postcards as gifts. In this regard, there is a section behind the postcards for writing notes, so that they could give these postcards to other people by writing special notes. 8 of these postcards representing 8 brands were placed in special envelopes and given to interested visitors.

Another activity of Iran Guereh company in order to produce content and introduce rugs better was to provide special catalogs for artists' rugs with full details of rugs and photos of rugs. If the visitors are interested in having information about the rugs and their photos, these catalogs will be presented to them. Another type of catalogs with briefer information was displayed next to each rug along with 2 QRCODES, which visitors could connect to the virtual gallery of each brand by scanning one of these QRCODES and get more information about the rugs. or in case of obtaining more information, they could contact the Iranian node operators with another QRCODE.

Since there was limited space in the handwoven rug hall and only 8 rugs representing 8 brands were on display, in order to display more rugs from artists participating in the expo, some of these artists' works were shown in the form of video projection. Expo rug hall is displayed. In addition to that, a number of art films prepared from the stages of production of handwoven rugs were also being played in the hall of handwoven rugs. Watching rug weaving by weavers and rug preparation from the stages of spinning, dyeing, drawing and painting and the stages after weaving is an interesting experience for Visitors were interested.

Augmented reality is a very new technology around the world that involves a live physical display, direct or indirect (and usually interacting with the user), that adds elements around people's real world. These elements are based on computer productions that are created by receiving and processing user information by input sensors such as audio, video, graphic images or GPS data.One of the new actions that the Iran Guereh company took in the field of content production was the use of augmented reality technology to better introduce artists and their works. To use this technology, visitors were given cards decorated with pictures of rugs on which a QRCODE was embedded. By scanning this QRCODE, users entered the augmented reality space and witnessed a new experience of handwoven carpets in a live space.

Another example of augmented reality that was provided to users in the field of handwoven carpets by Iran Guereh company was the design and creation of virtual corridors for users to interact with handwoven rug artists. In order for visitors to use this space, a QRCODE was installed at the entrance of rug Hall, which visitors could scan to enter the virtual corridor of their favorite artist and spend a few minutes in this corridor. This part of the handmade carpet hall causes a lot of interaction between artists and interested visitors.

Among other actions that were carried out in the field of augmented reality, was the design and implementation of pro-rugs in desired spaces, the display of live rugs and virtual rugs. Select and view the rug in three dimensions in that space. In the live rugs section, a fun and interesting space of rug designs and patterns was provided to the users, where the patterns were displayed in 3D, and also in the virtual rugs section, the user could place the rugs in different places. Observe from nature.

One of the most important activities carried out by Iran Guereh Company in the direction of introducing persian handwoven carpets to the world community at Expo 2020 Dubai was the presentation of 170 rugs tableau commemorating the Expo. This rug tableau, which was woven as a symbol of persian rug, art, had motifs of the Iranian cypress tree, which is also known as the tree of life. This rug tableau was woven as a commemoration of the Expo in a limited number by the Iran Guereh Company, and all the rugs tableau were designed with the flag of Iran and the flags of other countries that participated in the Expo. Iran was awarded.

One of the most important artistic and cultural activities of the Iran Guereh Company at the Expo, in line with the spread of persian art and culture, is the installation of the Guereh Hamdali rug. In the outdoor space of the handwoven carpet hall of the Iran Pavilion, a rug was placed with a weaver weaving it, so that rug lovers could closely observe the weaving of the rug by a master weaver. In addition to this, it was possible for interested visitors, regardless of race and nationality, to tie a knot of sympathy on this rug with the slogan "A knot to empathy" by teaching knotting. This program was compiled with the aim of peace and tranquility among all nations, so that the final result, which is a complete rug with the symbol of a knot to empathy, will be donated to the Expo Museum.

It should be mentioned that Guereh Hamdali rug was designed and created with the participation of these 8 top persian rug artists whose names were mentioned before. In line with the holding of Expo 2020, more than one million people visited this beautiful rug being woven and participated in the scanning of a knot to empathy.

In the Iranian National Day ceremony held at the Dubai Expo on February 7, an exquisite silk rug with a Kume tree design from the museum works of Master Ali Rashtizadeh was provided by the Iran Guereh Company, and in this ceremony, which is one of the most important events of the Expo 2020 This rug was presented to Sheikh Mohammed bin Rashid Al Maktoum, the ruler of Dubai, by the Minister of Mining Industry and Trade, Mr. Fatemi Amin.

During the 6-month Expo event, Iran Guereh Company held several cultural and artistic events in the field of hand-woven carpets in Iran's handwoven carpet hall. Some of the most important ones were rugs and music, rugs and Nowruz, the unveiling of the works of contemporary persian artists Sohrab Sepehri and Eisa Bahadori, and the unveiling of Safavid handwovens attributed to Maqsood Kashani.

During the Expo, more than one and a half million people visited the handwoven carpet hall in Expo 2020 Dubai and also participated in the One Knot to Empathy campaign.

During the Expo, more than one and a half million people visited the handwoven carpet hall in Expo 2020 Dubai and also participated in the One Knot to Empathy campaign. The names of some important persons and heads of different countries are as follows:

• Don Pramodowinai: Foreign Minister of Thailand and accompanying delegation
• Alexey Klacho: CEO of Expo 2030 Moscow
• Abdullah Bin Zayed Al Nahyan: UAE Minister of Foreign Affairs
• Hossein Makhlouf: Syrian Minister of Environment
• Badr bin Hamoud al-Busaidi: Minister of Foreign Affairs of Oman
• Omar Sarar: Minister of Mines and Geology of Senegal
• Omar Al Shahadeh: Executive Director of Expo
• Letizia Cardelli: Director of the San Marino Pavilion
• Ahmed Ali Al-Saigh: Minister of the UAE Government
• Khalifa Shaheen Al Marr: Minister of the UAE Government
• Karl Bildt: former foreign minister of Sweden
• Former foreign minister of Portugal
• Sheikha Azza Bin Abdullah Rashid Al Nuaimi: Wife of Sheikh Ajman
• Satoshi Matsushita: Third Secretary of the Japanese Embassy in Iran
• Omar Elgarghavi: Head of the Iran Pavilion
• Mirela Carmen Greco: Ambassador of Romania
• Lyndall Sacks: Ambassador of Australia and accompanying delegation
• Maria Stark: Head of the Hungarian Trade Commission
• Sylvi Basante: Deputy General Manager of Ora Bank
• Vera Khamerova: Director General of Russian Wood Industry and accompanying delegation from the Ministry of Industry of Russia
• Fatemeh Abdul Malik: Qatar Expo 2023 project manager
• Mr. Al Balushi: Director of Qatar Pavilion
• The Minister of Energy of Qatar together with the Qatar Chamber of Commerce
• Amin Hossein Rahimi: Minister of Justice of Iran
• Seyed Reza Fatemi Amin: Minister of Industry, Mining and Trade of Iran
• Mohammad Mehdi Esmaili: Minister of Culture and Islamic Guidance of Iran
• Alireza Peyman Pak: Head of Iran Trade Development Organization
• Dr. Mahmoud Ahmadinejad: former president of Iran
• Ali Bagheri Keni: Deputy Minister of Foreign Affairs
• Dr. Kerami: Vice President Scientific Technology
• Mr. Alaei: one of the directors of the Science and Technology Vice-Cha        ncellor
• Ali Asghar Shalbafan, Deputy Tourism Minister of the Ministry of Cultural Heritage
• Amir Hossein Mossadeghi: Deputy Executive Officer of the Council of Merchants Resident in the UAE and the Trade Board
• Farshid Farzangan: Representative of Iran and UAE Chamber of Commerce
• Ali Hashemi: President of Iran-Thailand Merchants Council
• A group visit of respected representatives of the Islamic Republic of Iran

Iran Guereh Company is proud to have been able to use the valuable experiences of the past years and by using knowledge and a scientific approach to the issues and solving problems and problems of persian handwoven carpets and the tireless efforts of the members of the collection and cooperation with eight top and worthy brands of persian handwoven carpets. to achieve unique achievements in order to hold the exhibition of persian handwoven carpets in Expo 2020 Dubai. Some of the most important achievements are as follows:

• Getting success in introducing the art of persian handwoven carpets and introducing its artists to the world community and promoting and improving the position of persian handwoven carpets in the world.
• Gaining success in building trust among lovers and buyers of persian handwoven carpets by presenting a certificate and confarmation of ownership of persian handwoven carpet and confirming its authenticity and identity.
• Providing a platform for exporting more than 100 million dollars of persian handwoven carpets to the whole world
• Launching the first persian handwoven carpet house in the UAE in the form of an official company
• Launching an persian handwoven rug art gallery called ARK rug Gallery in Dubai
• Presenting 170 carpets commemorating the Expo and donating them to the heads of different countries
• hosting thousands of important personalities from all over the world and giving gifts in the form of handwoven carpets or a symbol of it to lovers of handwoven carpets
• Creating a correct and appropriate mental image of persian handwoven carpet as the best Iranian art among handwoven carpet lovers
• Creating empathy and unity among different communities in line with the plan of a node to empathy
• Successful in performing performances centered on the art of persian handwoven carpets
• Getting success in performing and displaying persian handwoven carpets in the space of new augmented reality technology
• Success in the implementation and display of the first NFT designed for persian handwoven carpets

Some of the most important future plans of the Iran Guereh Company, participation in the Index 2022 exhibitions in Dubai, interior decoration in Shanghai, Objet Paris, Demotex Germany, Design Hundred Percent in London, and holding specialized galleries of persian handwoven carpets in Russia, Switzerland, France, Germany, Qatar, and other target countries.

At the end of the collection, Iran Guereh, expressing the hope of holding such exhibitions all over the world, as well as a strong presence in Japan Expo 2025 and future Expos, invites other brands and artists in the field of handwoven carpets to cooperate and tries to improve The existing infrastructure and the use of creativity and innovation in order to better introduce the art and artists of persian handwoven carpets to the world community, to take greater steps in order to promote persian handwoven carpets.